Search intent is becoming more and more important. Google is getting better and better at guessing exactly what searchers are looking for when they type in their – sometimes cryptic – search terms. That’s why you need to focus on it as well! What is search intent, again? How do search engines approach user intent? And how can you assess if you target the right type of intent with your content? This post is all about that!
Let’s start with a quick refresher on the term ‘search intent’. You’ll recognize from your own online behavior that each search term is entered with a particular intent in mind. Sometimes, you want to find information. Other times, you’re looking to research or buy a certain product. And don’t forget all those times you enter a brand name because you don’t want to type out the site’s entire URL. We generally distinguish four types of searcher intent: informational, commercial, transactional and navigational. If this is new to you, head over to our SEO basics article on search intent, that’ll make understanding this post a bit easier.
Search engines try to predict user intent
Of course, for each of these four…